Watchdog™

Fuzzy Watchdog™ is a powerful online monitoring platform/product that helps detect misuse of your own, or your client’s name, image and likeness (NIL) online. The technology continuously scans the web, flagging potential impersonations such as fake social media or fundraising accounts and unauthorized use of photos, videos, and biography. It alerts the customer to potential issues so they can mitigate reputation loss and take action against scams and fraud.

Working directly with the founders, I owned the design of this product end-to-end. From the initial concept and plannng through shipped product, spanning brand identity, web design, product design, and design systems.

Brand Identity & Visual System

I built the Watchdog™ brand from the ground up, delivering a complete identity system including logos, typography, color palette, illustrations, icons, motion designs, templates and brand guidelines. This extended across every touchpoint: digital, social, print, TV, and events. I also authored social media and brand messaging guidelines to ensure tonal and visual consistency, and designed both the primary product website and a secondary product site.

Product Design (UI/UX)

I led all UX strategy and UI execution for the app, taking it from wireframes and user flow architecture through to final, production-ready assets across 40+ unique screens. My work covered the full verification flow (the core mechanic of the product) alongside every other screen in the app, with a focus on accessibility, platform-specific guidelines, and responsive layouts for both iOS and Android.

Design System

I architected a scalable design system from scratch, encompassing design tokens, typography, and a reusable UI component library. Built as a long-term infrastructure, the system ensures consistency across the product today and is structured to support new features quarterly as the app continues to grow.